The banner breeds more cockroaches as time passes exactly in line with the breeding patterns of real cockroaches. We used the first banner from the media server to time stamp your first viewing of the banner. From there the infestation grew dynamically as and when you were served the banner again, ensuring a unique experience each time the banner is served. The banner could only be stopped once you clicked on it, mimicking exactly what the product does.

Prof Marcus Byrne helped us model the breeding speed of a couple of cockroaches. The banner then used a javascript algorithm to track the media serving per person in order to render the correct amount of baby cockroach sprites. It dynamically both produced the sprites as well as updated the copy depending on the how many sprites were rendered. All to ensure that the remarketing experience was unique each time while showing the result of not treating a bug problem the minute that you see it.

The campaign message of using real-time dynamic data to 'breed' cockroaches inside your browser led to a click-through rate of 233% above the national average for similar banner media buys.